As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.

If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.

Fiber One Kicks Off Cheesecake Campaign with Cafe Event

Using 'Golden Girls' Nostalgia and Hungry Girl Partnership, the General Mills Brand Promotes New Dessert

Fiber One premiered its new cheesecake bars with a sampling event in Grand Central's Vanderbilt Hall today.

Today's event, which falls on National Cheesecake Day, kicks off a campaign and announces national distribution of the product. Additionally, there is a social component supported by Betty White and a partnership with Lisa Lillien's Hungry Girl brand, which offers healthy eating tips and "guilt-free" ways to indulge. Below is a tweet from Ms. White's official account. She has 1.2 million Twitter followers and 200,000 Instagram followers.

The Fiber One campaign capitalizes on Ms. White's role in "Golden Girls." The show, which ran from 1985-1992, has a cult following, and the line, "But first, let's eat cheesecake," was often uttered by one of the leading characters before a late-night dessert and gossip session. A meme using the famous phrase will appear on Fiber One's Facebook page.

Today, passersby flocked to the pop-up Fiber One cafe, where staff in soda shop-style costumes distributed samples. Cameras filmed during the setup of the cafe and will continue throughout the day for a time-lapse video that will be posted on Fiber One's Facebook page. The new product, which includes strawberry and salted caramel flavors, includes a "Cheesecake Appreciation Month" celebration in August with a sweepstakes using #FiberOneCheesecake.

General Mills' Fiber One products include cookies, cereal, brownie bars and baking mixes. General Mills' Fiber One spent $19 million in measured media in the first four months of this year, according to Kantar Media, with $10 million of that dedicated to Fiber One Chewy Cereal Bars.